Kom maar op Z@PP / Come to Z@PP
In the Emerce campaign panel three experts monthly rate a campaign site. This time it was the ID-cards campaign of Z@PP; the kids channel of the Dutch Public Broadcasting channel (NPO). At the website kids could order their personal Z@PP contact cards.



Description
At the Z@PP-site five comic-characters play a major role. After doing a short quiz and becoming a member of Z@PP, children could order their personal Z@PP ID-cards. After the quiz they got to know which character suits them best. This character is displayed on the free contact cards, together with their personal contact details like a hyves name, e-mail address and an own picture. The cards were distributed by post and provided the target group with a tool to promote Z@PP also in the offline world. The campaign was targeted at kids from 9 till 12 years old.

Objective of the campaign The main goal of the campaign was to communicate the new branding of Z@PP to the target group. Additionally, Z@PP wanted to develop long-term relationships with their viewers. In order to do this they needed to set up a database with data of their target group.
Twelve thousand sets of Z@PP ID-cards were distributed during the campaign period of one month. The campaign website was visited more than 63,000 times that month (43,000 unique visitors). By using a viral e-card, send-a-friend functionality and the so-called Buddy Booster the campaign was boosted among the target group. Participants informed 14,321 friends about the campaign. A set of ID-cards consists out of ten contact cards, of which on average seven cards are handed out. This would mean that besides the online reach 84,000 people are reached offline.

The campaign panel consisted of Eline Deutekom (Creative Director Clockwork), Winfried van der Veen (Consultant New Media Face First), and Boris Nauta (Media Architect Media Republic). They gave the following grades to the Z@PP campaign: 7, 8, and 6.5. Want to read more about their opinions? Go to emerce.nl/campagnepanel